TACTIC: Look deeper for real value-add

In a sales training last week we got into a discussion of ‘Value Add.’ Simply put, ‘value-add’ is what customers are willing to pay extra for. We use to joke that if a VAR could not defend its margin in the market it was just an added reseller, and of little use to a vendors channel program.

CAMs create value add only by linking the sale of a vendors products to partner performance. Low value-add discussions are about product and road map. These conversations bore the ablest resellers and do almost nothing to create sales. Medium value-add discussions are program and problem oriented. However, both parties can be worn down if every exchange is an emergency. High value-add discussions are centered on specific business issues.

Many vendors need to ask the question about the value add of their programs and field sales personnel. Instead of blaming the channel partners for their inability to recognize the value of your marcom, consider rebuilding the program with a true value added perspective.

scott@channelventures.com